John Lewis is set to launch its latest advertising campaign next week designed to remind customers that the department store chain is a retailer that they can trust.

Created by Lowe London, with media buying handled by Manning Gottlieb OMD, the campaign aims to promote John Lewis’ principles of “quality, value, and service through partners who understand the needs of individual customers”.

Launching on 12th June, the campaign will include outdoor, press, radio and online activity and consists of two phases; promoting its core values and the partners themselves, the first time the chain has used this approach in its advertising.

Gill Barr, marketing director of John Lewis, said: "Customers have trusted John Lewis for many years. We want to remind them that we are a different kind of retailer, an oasis of calm, consistently offering quality, fair prices and genuinely outstanding service.

“We know that customers recognise John Lewis as a special place and in a challenging economic climate, we want to promise them that we will help find what they are looking for."

Following pre-tax profits of 18.7 per cent in 2007, the department store posted a further 6.4 per cent hike in weekly sales for the week ended 22 March.

Investment and growth in the UK are high on the agenda for the high street department store in 2008, with plans to open 12 new stores over the next six years.

Last month, the retailer launched a direct marketing campaign to promote the opening of its new store in Liverpool with a direct mail campaign created by Kitcatt Nohr Alexander Shaw.